Chapt. 9 Media Relations

1
Chapt. 9 Media Relations

• Instant communication drives the need for good
  Media relations.
• Media as a gatekeeper of your messages. Lends
  credibility to your messages and is segment-able
  and can be targeted
• Internet, small-town, business, industry, etc.
• The Internet.
• Media day the media hour. Uncontrolled media
  increases
• Access to information to build background, check
  references, build support, or look for flaws/red
  flags
• The Org website is critical messages must be
  accurate, consistent, relevant, and timely.
• Most traditional media also have web outlets.
• Newspapers. The workhorse (daily and
  community-focused). Beyond news they also offer
  features (ie lifestyle, business, science, etc.)
• Newswires. AP, NYTimes, WA Post, LA Times,
  Knight-Ridder, King Features, PR Newswire. Look
  at them as a distribution tool.
• Magazines. 22K reg. Pubs. (12K gen
  interest/10Kspecialized). PR tends to work more
  with industry or trade pubs Vs Consumer
• Radio. Growing strength today is via talk
  shows. Good targeting
• TV and Cable. Kids and News. Best for Large
  Audience targeting about 240M viewers (75).

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• Relationship between PR and reporter
• Adversarial in nature.Why?
• What is agenda setting? Does it happen today?
• What is the purpose of nasty questioning?
• They rely heavily on each other therefore trust
  and relationships are very important. Self
  corrects and polices. Info flows for stories,
  etc.
• Good PR begins with good personal relations with
  media
• Know the journalists that cover your industry and
  develop mutual credibility james fetig (former
  Clinton press secretary)
• Give them what they want and need (context, form,
  language, contacts, etc).
• Give a scenario New product launch licensing
  issues.
• Great PR is based on preparation to meet the
  media
• Who is/are your spokespeople? Are they ready?
  Are they on message? Positive?
• What is your message? Is it clear, believable,
  realistic, easy to understand?
• How well do you know the reporter(s), their pubs,
  their angle? (SP will ask).
• What other stories will these generate? Can we
  control 2nd and 3rd generations?
• Media relation tools Release, Press Conference,
  or a discussion/interview.
• Media or Press Kits Releases, fact sheets,
  brochures, photos, samples, data
• Intranets, Extranets, Corp Websites (see the top
  ten tipspretty good)
• Crisis Communication. Microsoft Assignment (see
  next Page)